Scribd
Upload
234 views36 pages

Cross Cultural Communication in Business World

This document discusses cross-cultural communication in international business. It notes that cultural diversity exists around the world due to differences in geography, climate, religion, language and other factors. Effective cross-cultural communication is important for businesses operating globally to avoid issues stemming from cultural misunderstandings. Key risks include ethnocentric views and not understanding differences in gestures, beliefs, practices, and languages across cultures. Overcoming challenges requires awareness of cultural variances and adapting communication styles appropriately when interacting with partners from other countries.

Uploaded by

Akshita
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
234 views36 pages

Cross Cultural Communication in Business World

This document discusses cross-cultural communication in international business. It notes that cultural diversity exists around the world due to differences in geography, climate, religion, language and other factors. Effective cross-cultural communication is important for businesses operating globally to avoid issues stemming from cultural misunderstandings. Key risks include ethnocentric views and not understanding differences in gestures, beliefs, practices, and languages across cultures. Overcoming challenges requires awareness of cultural variances and adapting communication styles appropriately when interacting with partners from other countries.

Uploaded by

Akshita
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 36

CROSS CULTURAL

COMMUNICATION IN BUSINESS
WORLD...
CROSS CULTURE COMMUNICATION
Cross-cultural communication (also frequently referred to as
intercultural communication, which is also used in a different
sense, though) is a field of study that looks at how people from
differing cultural backgrounds communicate, in similar and
different ways among themselves, and how they endeavour to
communicate across cultures.

'Intercultural communication' can...be defined as the


interpersonal interaction between members of different
groups, which differ from each other in respect of the
knowledge shared by their members and in respect of their
linguistic forms of symbolic behaviour.
NEED FOR INTERCULTURAL COMMUNICATION
IN BUSINESS

 Cultural diversity is perceived quite often


around the world with the change in geography,
climate, countries, states, religion, language, race
and gender.

 For a business to develop in technically


competent and advanced global village, in terms
of communication, travel and transportation,
these cultural diversity must be breached.
RISKS IN INTERNATIONAL BUSINESS
CROSS CULTURE RISK
 A situation or event where a cultural miscommunication puts
some human value at stake.

 Culture influences a range of interpersonal exchange as well


as value-chain operations such as product and service
design, marketing, and sales.
 Cross-cultural risk is exacerbated by:

Ethnocentric orientation
Using our own culture as the standard for judging
other cultures.

Polycentric orientation
A host-country mindset where the manager
develops a greater affinity with the country in which she or he
conducts business.

Geocentric orientation
A global mindset where the manager is able to
understand a business or market without regard to country
boundaries.
PURPOSE OF INTERCULTURAL COMMUNICATION IN BUSINESS
 To create cultural synergy between people from different
cultures within a business.

 To avoid problems stemming solely from misinterpretation


when coming across people from different culture and society
in the large expanding business globally.

 Communicating across cultures effectively improves your


productivity and efficiency.
 Promotes harmonious work environment.

 Cross-cultural proficiency increases the effectiveness of


meetings and other encounters in international business.
WHY CULTURE MATTERS IN INTERNATIONAL
BUSINESS
 Developing products and services.
 Communicating and interacting with foreign business
partners.
 Screening and selecting foreign distributors and other
partners.
 Negotiating and structuring international business
ventures.
 Interacting with current and potential customers from
abroad.
 Preparing for overseas trade fairs and exhibitions.

 Preparing and advertising promotional materials.


PROBLEMS OF CULTURAL DIFFERENCES
 People in different countries have different ways to interpret
events, they have different habits, values, and ways of relating
to one another. When they come across, problems pops up.

 People tend to view their cultural practices right while other as


wrong or peculiar. This is called ethnocentrism.

 Gestures and body movements and beliefs and practices


related to human relationships are the two main factors that
impacts communication.
GESTURES AND BODY MOVEMENT

CONTD…
CULTURE HANDSHAKES

 Americans  Firm
 Germans  firm, repeated
 French  Light ,quick, not offered to
superiors, repeated
 British  Soft
 Hispanics  Moderate grasp, repeated
frequently.
 Firm, long lasting.
 Latin Americans
 Gentle, repeated frequently.
 Middle Easterners
 Gentle: for some shaking hand
 Asians
is unfamiliar and
uncomfortable.
 Koreans  Firm
 Arabs  Gentle
BELIEFS AND PRACTICES
While there are many beliefs and practices carried out in different
parts of the world few has been illustrated here to let us know the
contrast among different cultures.

 TIME
In some countries like China and Japan, punctuality is considered
important and being late would be considered as an insult. However,
in countries such as those of South America and the Middle East,
being on time does not carry the same sense of urgency.

CONTD…
 SPACE
The concept of "personal space" also varies from country
to country. In certain countries it is considered respectful to
maintain a distance while interacting. However, in other
countries, this is not so important.
 ODORS
Americans avoid body odors and try to hide them whereas
in some Asian culture believe body odor as an act of friendship
to ‘breathe the breathe’ of the person with whom they
converse.

 FRANKNESS
North Americans tend to be frank or explicit, quickly
getting to the point. Germans and Israelis are even more frank
than Americans.

CONTD…
 INTIMACY OF RELATIONSHIPS
In many cultures strict social classes exist which
determines the extent to which people can be intimate among
themselves. Like in America boss directs the subordinates
while in Japan it’s the consensus.
 VALUES
American believe if one puts hard work ahead of pleasure,
success will follow. North Americans expect to change their
companies number of times and also expects companies to fire
them as per their needs. While in Japan employment tend to be
for lifetime. The company is viewed like a family. Loyalty are
expected from employees as well as employer.
 EXPRESSION OF EMOTION
Asian cultures strongly frown upon public display of
affection whereas Westerners accepts moderate display of
affection. Eastern culture sorrow is expressed with loud,
seemingly uncontrolled wailing whereas westerners typically
respond with subdued and controlled emotions.
PROBLEM OF LANGUAGE

 There are more than 3000 languages in use on earth.


 More than 200 languages are used in India itself.
LACK OF LANGUAGE EQUIVALENCY
IF YOU SPEAK TO A MAN IN A LANGUAGE HE
UNDERSTANDS, YOU SPEAK TO HIS HEAD. IF YOU
SPEAK TO A MAN IN HIS OWN LANGUAGE, YOU
SPEAK TO HIS HEART.
– NELSON
MANDELA
Wide differences among languages make precisely equivalent
translation difficult because languages are generally based
on experiences, different concepts, views and such of culture
that developed them. And different culture have different
concepts, views, experiences and such.
 Florist in America means someone who sells flowers
while in some culture the word florist is irrelevant
because flowers are sold by street vendors mainly
women and children.
 Similarly supermarket has got no equivalent in some
language. The French has no word distinguishing house
and home, mind and brain, and man and gentleman.
GRAMMATICAL AND SYNTACTIC DIFFERENCES
 URDU has no gerunds.

MULTIPLE WORD MEANING


 THE OXFORD ENGLISH DICTIONARY uses over 15,000
words to define what.
 Like-meaning words can be used in different ways in
different culture. Example – yes
“The Chinese yes, like the Japanese yes, can often be
understood by Americans and British as their English yes. But
the Chinese yes often means ‘I am listening’. For example,
when an American says to Chinese counterpart , ”I see you
don’t agree wit this clause,” the Chinese will usually reply,
“Yes” meaning a polite agreement with the negative
question: ‘ Yes you are right. I do not agree with the clause’.”
Jensen J. Zhao.
DIFFICULTIES IN USING ENGLISH
 English today has become the primary language of
International Business.
 Two-word Verb

break and up have different meaning when written


separately but when used as break-up the meaning entirely
changes. Similarly give up means surrender, speed up, hurry
up means accelerate.
 Culturally derived words such as ritzy, scram, natch,
lousy etc. are not in dictionary.

 Words derived from sports e.g. kickoff, over the top,


below the belt, answer the bell, etc also causes
problems.

 Colloquialism e.g. grasp at straws, flat-footed, on the


beam, educated guess, etc. also causes problem as these
are not frequently used in other parts of the world.
OVERCOMING THE LANGUAGE EQUIVALENCY

 Master the language of the nonnative English speakers


with whom you communicate

 Awareness of the problem caused by language


differences.
 Ask questions carefully to make sure you understood.

 Check the accuracy of the communication with written


summaries.

 Form a cross cultural negotiating team and try


interacting with them.
 For important communication, consider back translation- the
technique of using two translator, the first to translate from
one language to other and vice-versa.
POTENTIAL HOT SPOT IN CROSS CULTURE COMMUNICATION

 Opening and Closing Conversations

 Taking Turns During Conversations

 Interrupting

 Use of Silence

 Appropriate Topics of Conversation


 Knowing How Much to Say

 Sequencing elements during conversation


COMMUNICATION MATTERS
CAREFULLY PRESENT AND RECEIVE A BUSSINESS CARD IN
JAPAN.
 If you go to a business meeting in Japan without Business
Card, it is considered as bad manners.
 Try receiving the card with both hand if you want to impress
the presenter, especially if he his senior in age or status or
potential customer.
 Don’t put it in the rear pocket- that is considered crude. Put it
in some distinctive case.
COMMUNICATION MATTERS
BLUNDERING WITH WORDS

 Pepsi in Germany “Come Alive with Pepsi”.


Literal meaning “Come out of the grave with Pepsi.”
 Salem cigarettes in Japan “Salem—Feeling Free”.

Literal meaning “Smoking Salem makes your mind feel free


and empty.”
 Pepsi in Taiwan “Come Alive with Pepsi” .

Literal meaning “Pepsi brings your ancestors back from the


dead.”
GO GREEN

You might also like